Myntra’s Fashion Incubator Program has nurtured many creative young people. Vidhi Khandelwal is one such designer who was able to turn her penchant for ink drawings into a fruitful business. Her brand ‘The Ink Bucket’ is a handbag collection with a difference- they are covered up in intriguing pen illustrations. Imagine sitting in a Metro and travelling home. You can pass time by just discovering something new inside the illustrations on your handbag itself! And in no time, you would have reached your destination. And you need not be over with just one trip, considering the myriad patterns on the bag. Each time, you will find something new. According to Vidhi, it’s her creative curiosity that lies behind the collection. Especially, her latest one - SS ’16 Collection of handbags. This collection drives home the point that Life is not just straight lines (read paths) or about perfections. It’s changing paths and imperfections that make life beautiful. They also make drawings lovely. The themes that lay behind her first collection – revolving around the traveler’s tale and the spirit of curiosity and adventure – are visible in this new collection as well. Although it’s obvious that the collection is inspired by travel, it’s also for armchair travellers who possess a curiosity for life and for those who are young at heart. For those who already have a piece of art in the form of Vidhi’s bags, will recall that the beauty lay in the details. The quirky little details are to be found here again. They can also be found on her Postcards, a thing we imagined had been relegated to the past. The bags, which include totes, laptop sleeves, backpacks, messenger bags, wallets, satchels etc, are available in canvas and leather, with numerous compartments to keep a hundred different things that one can never seem to do without. Tracing her journey, Vidhi shares how she never wanted to do a 9-5 job and wanted to indulge her creative talents instead. Being a textile designer, she possessed a portfolio of fabulous designs. She was toying with the idea of embarking on her own when Myntra’s Fashion Incubator Programme (MFI) came her way. There was, of course, no looking back, with her continuing to design and sell her illustrated bags under the brand name The Ink Bucket, which sell like hot cakes. She recalls how though a college of design teaches one the basics, the practical experience only comes when one steps into an industry, an example being the printing of clothes. As part of its Incubator Porgram, Myntra has nurtured several other designers and continues to do so. Asked to give a tip to budding entrepreneurs like herself, Vidhi says simply: “Follow your heart!” but she hastens to add that like every real success story, there are neither shortcuts nor overnight successes, but a whole lot of hard work involved. An interesting thought she shares is about not having a back-up plan. Now, whuile that would surprise every entrepreneur on the start-up path, she justifies it, saying: “Not having a backup plan ensures that I give my 100% to the primary plan and work hard towards making it work.” Sound wisdom there, wouldn’t you say! Source: http://articles.org/like-illustrations-on-your-bag-choose-ink-bucket/
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One of the latest ads from Myntra, titled Myntra Unforgettables With Novi, features Novi, a home-maker from Aizawl, Mizoram, the wife of a doctor and the mother of two daughters. Her connect with Myntra is that she is a passionate shopper on India’s leading fashion e-portal. Novi’s tryst with Myntra goes back to the very first edition of Myntra’s End Of Reason Sale (EORS) three years ago. Ever since, she has continued shopping on Myntra during every edition of EORS, especially for her daughters, one of whom she calls a “fashion diva” and the other, “the wise one”. Like most mothers, she primarily shops for her kids. In Novi’s case, she is always in search of the latest styles to make her girls look good. Novi recalls how her daughter Aria’s first dress had also come from Myntra as she bought the dress thanks to the door-to-door delivery started in her city by Myntra. Thus, began her three-year tryst with Myntra. From the very first edition of the End of Reason Sale (EORS) three years ago, Novi began shopping for fashion products online. What started as a personal interest, soon spread to other members of her family, making EORS a huge part of her life. As Novi puts it, fashion means a lot more than clothes. When people wear good clothes, they feel good, so fashion implies happiness. The three-minute ad film featuring a customer is a first for Myntra. The ad shows Novi narrating her story herself. She shares how she loves being a part of fashion trends and wearing well-known brands. The short film opens against a beautiful backdrop of hilly Aizawl, with dark monsoon clouds. As Novi says, she lives in “heaven”, the place having an old-world charm yet a new-age vibe as well. However, despite the hurdles posed by the season as well as the mountain terrain, the ad shows a Myntra delivery boy bringing Novi her parcels safely. Neighbours spot her receving her parcel and tease her about shopping again. Novi shares how the EORS has become a tradition in her family now, with everyone shopping to their heart's content during the sale. Her family , she says, is the kind that sticks together, celebrating life’s great moments and coming together when things go wrong. The film closes with the family celebrating an older person’s birthday, by gifting her a parcel from Myntra, and everyone sitting around and singing together. So, how did Myntra zero-in on Novi? Thanks to Myntra’s data-led insights, Novi was revealed as Myntra’s most consistent shopper, especially during every EORS each year. By honouring her and celebrating her as one of its most valued customers, Myntra also managed to make a connection with its customers in a unique way. Myntra uses the Artificial Intelligence (AI) at its disposal to process fashion data as well as predict trends. The foremost objective of using AI for a popular online e-portal like Myntra, of course, is personalisation. In the words of Ajit Narayanan, former Chief Technology Officer, Myntra, "We start with personalization—it is key. If you have enough and more collection, clutter is an issue. How does a customer get to the product that they want? We want to give them precisely what they are looking for." Source: http://articles.abilogic.com/229978/myntra-finds-its-end-reason.html |
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December 2021
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